Being older doesn’t necessarily mean you are frail, vulnerable, or dependent. Older people continue to contribute to society, communities, their workplace, the economy and their families/whānau. Many have a wealth of intelligence, wisdom and cultural knowledge.

√ Embrace realistic depictions of ageing. People don’t have to ‘look young for their age’ or run marathons to enjoy later life.

√ Give older people a voice in your work. Personal stories and experiences can highlight the diversity of people in later life.

X Avoid focusing only on portrayals of later life as a time of frailty, or assume a life stage means a person has age-specific likes or interests.

X Don’t reinforce ideas that ‘successful ageing’ is wholly down to an individual’s actions. Research clearly shows that how we age is more often a product of our environment, rather than our personal choices.

Society's vocabulary is evolving - for all generations. Here are some examples of terms to use and avoid using.

Use:

√ Older person
√ Older people
√ Older Kiwis
√ Older individuals 
√ People in later life
√ Seniors
√ Later life
√ Elderhood
√ Mature
√ Elder (note that this term has specific meanings in some cultures) 
√ Kaumātua 
√ Kuia
√ Taua
√ Whaea 
√ Kōroua
√ Kōeke
√ Koroheke
√ Poua
√ Matua
√ Pa Metua
√ Mātāpuputu
√Avoid euphemisms. Language should show an understanding of a person’s situation without pitying them. It’s best to use language that is objective. Many people prefer direct language, for example referring to dying rather than “passing”. 

Avoid:

X Old person/people
X Pensioner 
X Elderly/the elderly
X Retiree
X Boomer
X Dear 
X Young at heart
X Nana (unless it’s relevant to the story)
X Old lady 
X Grandmotherly
X Making jokes using clichés and phrases.
X Referring to someone as ‘grandfather or grandmother’ if it isn’t relevant.

X Calling people in retirement villages or rest homes ‘patients’ – these are residents who are living in their own home, even where extra help and assistance is required. We also suggest using specific language when referring to where people live. 

Just as it is good practice to ask people their preferred name and pronouns, you may also want to ask for people’s preferences about how others in a story are referred to. For example, some people may prefer “partner”, “husband/wife” or “loved one”.

Avoid using terms and language that evokes undue pity and makes older people sound like a distinct and different group separated from the rest of society.

√ Always refer to people by their names.

√ Where possible, try to use inclusive language (e.g. find ways to replace “they” or “them” with “we” or “us”. Instead of saying “what old people need”, try saying “what we need when we’re older”). 

√ Avoid compassionate ageism, a well-intentioned but paternalistic mindset, where older people are portrayed as vulnerable and requiring protection.

√ Avoid using sensationalised language, both negatively (e.g. ‘vulnerable’, ‘desperate’ and ‘terrified’) and positively (e.g. ‘beloved’ and ‘smiling’).

X Don’t state someone’s age or diagnosis unless it is relevant. However, if you must state someone’s age, be specific and avoid generalising. 

Many of the phrases we use inadvertently create the impression of ‘intergenerational conflict’ between older and younger generations. However, most of the public don’t believe – for example – that older people benefit at the expense of younger people, or that differing views across generations are divisive. 

√ Avoid metaphors that equate old age with a crisis or create the impression that ageing and older people are a societal burden:

• grey / silver tsunami
• demographic cliff
• dementia crisis
• bed blockers

Instead, position information about population ageing in a way that is neutral, thus allowing for a balanced presentation of opportunities and challenges.

X Don’t mistake age for wealth. Many older people are living on low incomes or don’t have a lot of assets, so making sweeping statements about the wealth of older generations is misleading and creates an inaccurate sense of competition for resources between generations.

√ Avoid inaccurate ‘boomer’ v ‘millennial’ tropes. These mask the diversity that exists within generations, the value to all citizens of positive intergenerational engagement and encourages unnecessary social divisions.

Imagery used alongside stories about older people often caricatures later life and portrays older people as sad, lonely and frail. This is particularly concerning when the image does not reflect the context of the story. It is important to show diverse, realistic, and positive representations of older people. At times, this may mean showing older people that are receiving help or that are unwell, but these should not be the only images we use.

√ Keep images positive but realistic. Avoid unrepresentative images, such as older people skydiving or running marathons.

√  Avoid close-ups of wrinkly hands clasped together. The widespread use of this kind of imagery is lazy and dehumanising.

√ Use imagery from Aotearoa New Zealand wherever possible rather than relying on pictures that don’t reflect the diversity of our population.

√  Not all older people have a disability, and if they do, it is not necessarily visible. Avoid defaulting to images that feature older people with mobility aids such as walking sticks, wheelchairs, or mobility scooters.